Xerox 1:1 Lab

The 1:1 Lab is one of our most effective programs for demonstrating the power of personalized color marketing to our customers. The 1:1 Lab uses direct mail marketing campaigns to test the difference of customized print communication over standardized direct mail messages. And it was created to help Xerox Graphic Arts providers deliver relevant direct mail for their clients.

Case Studies

See the value the 1:1 Lab demonstrates to a variety of our customers. Read our case studies for highlights of the most transformative results. Visit this site frequently for new case studies and program updates.

New York Mets
Statistics matter in baseball - and in marketing. When using data-driven direct mail to test against no personalization, the Xerox 1:1 lab partners helped the Mets gain a 57.2% increase in group ticket sales with 36.3% more groups responding. Another exciting result includes 40.9% higher revenue was generated from the data-driven piece. Read more about these compelling results!

Miami University
Miami University is a public university located in Oxford, Ohio. Their marketing services provider, b+p+t communication solutions, helped them attract a higher percentage of high-performing college-bound students to their prestigious Honors program with data-driven marketing. Using personalized, relevant brochures and pURLs, they were able to surpass the Honors enrollment target by 30% while decreasing print costs by 29%.

Volkswagen
Auto dealership, D'Ieteren, utilized the Xerox 1:1 Lab resources, to create a relevant experience for consumers interested in purchasing Volkswagen automobiles. Consumers received a customized brochure based on their wishes for the perfect automobile, which drove them into the dealership resulting into test drives and ultimately increased Volkswagen sales over 26%.

AIA Singapore
The Singapore Branch of American International Assurance Company, Limited (AIAS) created an innovative, multi-channel marketing campaign with the help of Fuji Xerox's 1:1 Lab. AIAS's Birthday Campaign used direct, personalized, updated customer profiling to reach each customer with a customized message unique to his or her age and life stage. Personalized URLs and a web-based Life Changes Assessment test matched customers with relevant product offerings and birthday coupons. The campaign generated response rates as high as 55%, with closing rates 600% higher than the control group.

Ford Motor Company
The Ford Extended Service Plan (ESP) is the only extended service plan backed by Ford. Ford sells nearly a million ESP contracts each year. In the 1:1 Lab, Ford tested two creative formats – self-mailer versus letter – and the use of individual relevant information for Ford F150 truck owners. The results included a more than 35% increase in sales and a reduction in production costs by 3.2%.

Maine Office of Tourism
As the marketing organization for the largest industry in the state of Maine, the Maine Office of Tourism serves a wide range of travel-related businesses and a broad spectrum of potential visitors with diverse interests. Their challenge: reaching every hiker or beachcomber or antique-seeker with the information that is most relevant to their interests and most likely to persuade them to choose Maine. The data-driven, personalized fulfillment mailing generated a 24.1% improvementin response rates over the control fulfillment and a 23.4% increase in revenue from the visitors to the state.

Reader's Digest Canada
Reader's Digest Canada was looking to increase its overall response rates, as well as deliver a value-added direct mail package to its customers. By testing a variable, print-on-demand marketing campaign for Reader's Digest Canada, the 1:1 Lab demonstrated the power of relevant, data-driven marketing. Response rates exceeded expectations and were significantly higher with all the variable packages than the traditional one (up to 111%). The most significant overall improvement in sales, 74%, was achieved with a catalog that cross-sold multiple products. These results proved that relevant complementary offers based on customers' profiles and affinities can greatly impact their purchasing behavior.

The Conference Board of Canada
The Conference Board of Canada is one of Canada's leading not-for-profit organizations, which specializes in running conferences, disseminating research and providing insights on economic trends, public policy and organizational performance. With so much to offer, the Conference Board did not want to bombard its members with direct marketing pieces that can dilute the effectiveness of their messages. For the promotion of their new initiative, Conference e-Proceedings, the Conference Board participated in Xerox's 1:1 Lab. The 1:1 Lab achieved a 100% increase in response rates and a 50% increase in executives' response while reducing customer acquisition cost by 23%.

STAPLES Business Depot
STAPLES Business Depot (STAPLES), is a banner of The Business Depot Ltd, Canada's largest office supplier for small businesses and home offices. By participating in the Xerox 1:1 Lab, STAPLES wanted to re-engage its customers with their previous orders. The company also wanted to increase the amount of customer orders based on their past purchasing history. With customized special offer coupons, the average amount of customers' purchases increased by 18%, and the overall coupon redemption rate increased by 150% versus the control piece. Profit per customer transaction was 37% higher by using the 1:1 Lab campaign. Find out how STAPLES makes an offer its business customers can't refuse with the Xerox 1:1 Lab marketing solution.

Tourism British Columbia
To continue the success of British Columbia's $9.5 billion industry, Tourism BC became one of Xerox's key participants in the 1:1 Lab initiative. As Canada's top leader in tourism marketing to consumers, Tourism BC works closely with British Columbia's tourism industry to promote the province. Learn how Tourism BC reduced postal costs by 145% and provided value, with a Return on Investment increase of 25% by using Xerox's personalized 1:1 Lab marketing strategy.

Heritage Education Funds Inc.Heritage Education Funds Inc. is one of Canada's top providers of Registered Education Savings Plans (RESPs). With assets approaching $1 billion, the company has seen an increase of 191% in response rates, a 76% increase in sales and a 400 times greater lifetime customer value. Find out how Heritage has gained tremendous growth from the 1:1 Lab.